Background to 42 BELOW

Reason for being – 42 BELOW

- Super Premium Vodka’s critical value is Purity

- New Zealand is known as a Pure place

Reason for being – SOUTH

- Premium Gin’s critical ingredient is Freshness

- New Zealand also owns Freshness as a value

- Total of 9 botanicals including Kawakawa

leaves and Manuka berries for a zesty &

unique taste

A SOUTH perspective

This is substantiated by;

- The 42nd parallel is a location for a world benchmark in air purity

- The water we use comes from under an extinct volcano and receives the highest

purity rating possible – Aa

- Use of GM free wheat

- Unique “high saturation” 4 distillation process

Reason For Being (cont’d)

Our origin and these facts mean we have genuine credentials to be creating super premium vodka and gin.

Consumers need this evidence. Consumers need to justify their decision: “I Drink 42 Below because..” Unlike the thinly disguised corporate veneer of brands such as Turi, Effen, Level etc..

Brands need a real story behind them to succeed. That they are made in a pristine environment with care and craft. Not in a factory in New Jersey.

- Gold - SIAL, France. Only vodka to ever receive Gold

- Gold - World Spirit Awards (Monde Selection), Brussels, 2005

- Gold – World Spirit Awards (Monde Selection), Brussels, 2004

- Gold - Beverage Testing Institute (Manuka Honey)

- Gold – San Francisco Spirit Awards 2005

- 1st Equal In The World - Independent blind tasting, UK

- 90-95/100 Wine Enthusiast 2003 & 2004

“Most Awarded Vodka in the World”

Awards

Not only do brands need genuine credentials, they need genuine endorsement to succeed in the long term.

42 BELOW

-Grand Gold – World Spirits Awards (Monde Selection),

Brussels, 2005

-Gold – British Packaging Awards - Shine, 2004

-Rated #1 – UK Bartenders Guild Presidents Choice

-Silver – World Spirit Awards (Monde Selection), Brussels, 2004

-Silver – San Francisco Spirit Awards, 2004

Awards (contd)

Not only do brands need genuine credentials, they need genuine endorsement to succeed in the long term.

SOUTH

- First bottle sold in 1999

- Commercialised mid 2002

- Listed company on NZX October 2003

- Now in 5000 accounts worldwide, including:

- Ritz, Mandarin Oriental, Milk & Honey – London

- Le Ritz, Murano, George V, Plaza Athenne, Buddha Bar - Paris

- Beverly Hills Hotel, Shelter - LA

- Soho House, Bungalow 8, Table 50 – NYC

- Dragon I, Red, Drop, 1/5, Kee Club – Hong Kong

Company History

Geographic Coverage

- 4 core markets (NZ, Australia, UK, USA)

- Also in Singapore, Canada, Mexico, Hong Kong, France, Malaysia, Thailand, Taiwan, Japan, China, Germany, France, Spain.

- Initiating activity in Netherlands, Italy, Russia

42 Below is New Zealand’s fastest growing company

Since it’s commercial debut in 2002, 42 Below has achieved exponential growth and worldwide recognition.

Founded on purity of Origin, which is relevant to most beverages – but particularly to vodka.

42 Below sells premium spirits to over 5000 accounts worldwide.

42 Below Vodka is the world’s most awarded vodka.

South Gin has the world’s highest award for gin.

20

25

30

35

40

45

50

55

60

42 Below Bacardi BrownForman

Diageo Foster's Luctor Int. LVMH Nolet Spirits PernodRicard

Vin & Sprit

Pri

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)

Vodka – Australian Wholesale

42 Below

Finlandia

Grey Goose

Smirnoff

Kirov

Karloff

Skyy (Gruppo Campari

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Vincent Van Gogh

-Belvede

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-Chopin

Ketel One Stolichn

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Wyborowa

Absolut

Source: ALM Wholesale Prices

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15

20

25

30

35

40

45

50

42 Below Vicker's Bacardi Diageo LuctorInternational

Pernod Ricard Vin & Sprit

Pric

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Gin – Australian Wholesale

Vicker’s London

Dry

Bombay Sapphir

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London Dry

Vincent Van

Gogh

Seagram’s

London Dry

Beefeater

Plymouth

Source: ALM Wholesale Prices

South

42 Below’s success lies in building

strongly differentiated

brands with massive appeal to

increasingly cynical consumers

We know how to get attention…without great cost.

CWC INTERNATIONAL NEWS SPOTS

AMERICAN TV APPEARANCES

Product Details

Product Variations

-42 BELOW Pure

-42 BELOW Passionfruit

-42 BELOW Manuka Honey

-42 BELOW Feijoa

-42 BELOW Kiwifruit

-SOUTH Gin

-Sizes

-50ml, 500ml, 700ml, 750ml, 1 litre

-3 litre display bottles

P.R. Activity

Class Arena Leeds Guide

E.S. Style Drinks Int.

Harvey Nichols City Guide Square Meal

Marketing Activity

Street & viral based as opposed to mass media. Delivers a deeper impression and more cost effective. Bar tenders a key target, to drive word of mouth. Includes:

Viral emails…

Jay Leno Show Cold Pizza with Jeremy Piven

Fashion TV MTV with Andy Dick

Vodka University for bar staff

Covers 15 different vodkas

2 hour course

History, distilling, production &

character of major vodkas

Staff Training for Oddbins

Yearly Incentive – A trip for best performer as a VIP guest at our

Cocktail World Cup in Queenstown, New Zealand

Bar Staff Incentive Program: Cocktail World

Cup

Instore Point Of Sale

Neck Tags Cocktail Books Gift Boxes

Posters

T Shirts Shelf Talkers Banners

420 Spring Water

420 is drawn from an extinct volcanic spring over 1000 feet below the surface near the 42nd parallel – where a benchmark is set for water (rated Aa) and air quality (also Aa) is set.

Geologically the youngest country on Earth, and having only recently been inhabited by humans - New Zealand is the most un-polluted environment on the planet.

420 will appeal to health and image conscious consumers with high disposable incomes.

420 is bottled in a super high-density plastic which makes it ideal for night clubs and cafes.

42 Below Pure 700ml –$12.00 per bottle

42 Below Flavours 700ml - $12.00 per bottle

SOUTH Gin 700ml – $12.00 per bottle

420 Spring Water 420ml – $1.30 per bottle

Below the line marketing support –

10% of invoice

Pricing & A&P Support